Over the past year or so, Eloqua has mixed it up a bit when it comes to our marketing programs. Last year we released an unexpectedly irreverent interactive demo featuring our shirtless “CEO” (for which we won a Forrester Groundswell Award for our use of social technologies). This year we kicked up some dust with our Content Grid infographic and Social Media Playbook. Meanwhile, in between we produced a viral holiday card and a bunch of “snackable” cartoons.
Each time we go to market with what blogger Jon Buscall would (hopefully) refer to as “intrinsically valuable content,” we are inspired to push it a little harder than we did before. Enter Juan Eloqua & the Grande Guide series.
Let’s start with the Grande Guides. The idea is simple: Don’t try to boil the ocean. Instead, help marketers overcome one challenge at a time. So every month (more or less), we’ll release a shareable guide focused on a single marketing topic. Each is written with speed in mind. That is, a cover-to-cover read should take no longer than the time needed finish a “grande” cup of coffee. (A theme you’ll surely notice in the design, which was led by our friends at JESS3.)
Coffee. That brings us to our new friend, Juan Eloqua. Meet him in the video above. The idea for Juan started whimsically. We were spitballing – thinking up ways we could run with this whole coffee theme. And someone brought up the idea of creating a comedic character, a persona who is expert in growing two things: coffee and revenue.
To turn the concept into reality, we searched for inspiration. We explored the greatest characters in the history of coffee advertising, and arrived at Juan Valdez. We asked peers what ads spoke to them, and arrived at The Most Interesting Man in the World. (Editor’s Note: I was the lone dissenter, gravitating instead to the narrator in the Real Men of Genius campaign.)
Once we had the outline for our persona, we solicited input from industry friends, discussed it with our PR firm, commissioned character sketches and talked a lot about how to do this in a way that would balance originality with a tribute to the brilliant campaigns that inspired it.
So enjoy our latest creation, Juan Eloqua. He’s here to introduce himself and the Eloqua Grande Guide to Lead Scoring. The video of Juan (along with the Grande Guides and all of our sharable assets) can also be found on the Eloqua SlideShare Channel. If you want to chat about this campaign on Twitter, we’re using the hashtag #GrandeGuide. Otherwise stay tuned for more. (Oh, and if you are tagged in this post and wondering why, it probably means you are mentioned in the Grande Guide.)